Brand Strategy
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Courtesy of Sprite
How Sprite surpassed Pepsi by living and breathing pop culture
The Coca-Cola brand, which relaunched its “Obey Your Thirst” platform last year, recently became the No. 3 carbonated soft drink in the U.S.
By Chris Kelly • May 7, 2025 -
Slaven Vlasic via Getty Images
Deep Dive5 years of media evolution provide few answers to brands’ chaotic 2025
Planning around tariff disruption echoes the pandemic, a moment the industry did not always meet with agility or savvy investment decisions.
By Peter Adams , Julia Himmel • May 6, 2025 -
Explore the Trendline➔
FreshSplash via Getty Images
TrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.
By Marketing Dive staff -
Courtesy of Little Spoon
Little Spoon bridges the generation gap with Barney integration
The subscription-based baby food brand is tapping into ’90s nostalgia to appeal to new parents.
By Sara Karlovitch • May 6, 2025 -
Courtesy of QVC
Why QVC is targeting Gen X with a TikTok livestream shopping event
The event is part of the network’s efforts to meet the older generation where they already are, said vice president of brand marketing Annette Dunleavy.
By Jessica Deyo • May 6, 2025 -
Courtesy of Georgia-Pacific
Brawny brings back the Brawny Man for brand refresh
A new campaign includes always-on social content, influencer partnerships and real-time engagement across TikTok, Instagram and Facebook.
By Chris Kelly • May 5, 2025 -
Permission granted by Seattle’s Best Coffee
ColumnCampaign Trail: Seattle’s Best Coffee makes days smoother with humor
The Nestlé brand and agency Haymaker tapped Joel McHale and director Neal Brennan for its first national push in more than six years.
By Chris Kelly • May 2, 2025 -
Courtesy of Heineken
Heineken promotes a world without social media with creators, Joe Jonas
“Social off Socials” is meant to inspire consumers to unplug and also includes tie-ups with creators like Dude with Sign, Lil Cherry and Paul Olima.
By Aaron Baar • May 1, 2025 -
Courtesy of Pantene
Pantene turns Alix Earle’s viral TikTok post into collection, campaign
The P&G brand tied up with a popular creator who raved about the effectiveness of an expired bottle of Pantene found in her family’s shower.
By Jessica Deyo • May 1, 2025 -
Courtesy of Stanley 1913
‘We’re not just a hot cup company’: What’s next for Stanley
Can the water bottle brand live past its virality? Global President Matt Navarro says it already has.
By Cara Salpini • May 1, 2025 -
Permission granted by Keebler
How Keebler’s ‘elf-vertising’ experiences bridge the physical-digital gap
The Ferrero-owned brand is bringing its iconic Hollow Tree to life in ads and experiences to promote the new E.L. Fudge Choco Vanilla Cookie.
By Chris Kelly • May 1, 2025 -
Permission granted by 818 Tequila
Why 818 Tequila tapped a NASCAR driver to accelerate cultural marketing
CMO Kathleen Braine explains how partnering with trailblazing driver Toni Breidinger helps boost the reach of the Kendall Jenner-founded brand.
By Chris Kelly • April 30, 2025 -
Courtesy of Chipotle
Chipotle brings trading card mania to Roblox with new experience
Ingredient Quest capitalizes on renewed interest in brands like Pokémon and card-pull social media videos of fans uncovering rare finds.
By Peter Adams • April 29, 2025 -
Retrieved from YouTube on April 28, 2025
Sephora stakes its claim in skin care with multichannel campaign
Made with TBWA\Chiat\Day LA, “Skin Obsessed” riffs on the realities of complex self-care routines and spans CTV, online video and more.
By Jessica Deyo • April 29, 2025 -
Courtesy of 7-Eleven
7-Eleven teams with Live Nation for nostalgic music festival activations
Immersive, social-first activations are intended to be reminiscent of in-store experiences as the chain works to connect with consumers around culture.
By Chris Kelly • April 28, 2025 -
Retrieved from Adobe on April 24, 2025
NFL, Adobe team up for AI-powered league and fan-generated content
Adobe’s applications will support the league in bringing more personalized content to owned channels, including the NFL OnePass app.
By Jessica Deyo • April 24, 2025 -
Courtesy of The Coca-Cola Company
Powerade celebrates next generation of soccer stars in global campaign
The Coca-Cola-owned brand iterates on its “Pause is Power” platform to prepare for major soccer events over the next four years.
By Chris Kelly • April 24, 2025 -
Courtesy of Peloton
Peloton CMO departs as fitness brand shakes up marketing group
Lauren Weinberg oversaw initiatives including a campaign that tried to appeal to millennial men through a partnership with the NFL’s Watt brothers.
By Peter Adams • Updated April 24, 2025 -
Courtesy of Jim Beam
Jim Beam ages its marketing strategy for the budget-minded consumer
The Suntory brand is attempting to expand its consumer base and versatility by promoting Jim Beam Black and building off of its 2024 marketing strategy.
By Sara Karlovitch • April 24, 2025 -
Courtesy of Axe
Axe leans on Pete Davidson’s wisdom to help men level up their rizz
The actor-comedian will host an Ask Me Anything-like discussion on Instagram and stars in a new ad giving a shorter individual a confidence boost.
By Peter Adams • April 23, 2025 -
Giuliano Benzin via Getty Images
OpinionDo the upfronts still matter?
The annual ad-buying bonanza can’t survive on nostalgia and sports alone and needs to modernize, says Juice Media CEO Mark Zamuner.
By Mark Zamuner • April 23, 2025 -
Courtesy of Zaxbys
Q&AZaxbys’ CMO on breaking through the chicken category with ‘sauce’
The chain’s first work from Goodby Silverstein & Partners introduces a brand character that speaks to both signature sauces and cool charisma.
By Chris Kelly • April 23, 2025 -
Permission granted by Hotels.com
Hotels.com returns to mascot-focused marketing with Bellboy character
The anthropomorphic hotel desk bell promotes savings in a new campaign spanning Instagram, TikTok, YouTube and the brand’s website and app.
By Peter Adams • April 22, 2025 -
Courtesy of Welch’s Fruit Snacks
Welch’s Fruit Snacks lets parents use AI to write sweeter notes to kids
The Lunchbox Notes Translator turns candid sentiments into heartfelt messages and is timed to the release of customizable packaging.
By Chris Kelly • April 22, 2025 -
Courtesy of Gatorade
Gatorade taps Kendrick Lamar for latest extension of ‘Is It In You?’
“Lose More. Win More.” was created with TBWA/Chiat/Day LA and pays tribute to the hard work it takes to reach icon status.
By Jessica Deyo • April 18, 2025 -
Courtesy of Supercell
ColumnCampaign Trail: Clash of Clans enters war zone with WWE champion
Created with David New York, a series of video ads speak authentically to fans of both WWE and the hit mobile game from Supercell.
By Chris Kelly • April 18, 2025
